Loyalty, Deconstructed: Small Moments, Big Retention What actually makes members stick? In Session 4, Jason Curtis sits down with industry veteran Brian Baker to break down loyalty into practical, repeatable steps you can deploy without requiring bigger discounts or heavy lifting. In this replay, you’ll learn: Story by generation: Gen Z (values & moments), Millennials (experiences), Gen X (clarity), Boomers (legacy). Micro-exclusivity that scales: tiny lots, off-menu pours, member-only moments that feel special. Personalization beyond the name: preferences, simple “your year in wine” recaps, timely outreach. Surprise & delight: thoughtful unboxing layers, quick QR thank-you videos, occasional “upgrade” moments. Hospitality that converts: use the 80/20 guest-talk ratio and a 3-second pause to show you’re listening. Community & values: partner events, cause alignment, and easy member micro-communities. “Aim small, miss small. Start l

A well-told story can transform casual buyers into lifelong fans. Your winery’s brand isn’t just about the wine—it’s about the moments it becomes a part of. The way your customers experience your brand, whether visiting your tasting room, joining your wine club, or opening a bottle at home, determines whether they come back for more.  Your Winery’s Story: More Than Just a Bottle of Wine What do you want people to feel when they experience your wine? Not just when they taste it—but when they visit your winery, when they join your club, when they open a bottle at home with friends. Do you want them to feel like they’re part of something special—a family tradition passed down for generations? Do you want them to feel like an insider—someone who discovered a bold, independent winery rewriting the rules? Do you want them to feel inspired—that every sip connects them to the land, the craft, and the passion behind it? Find Your

There’s more to successful marketing than sharing your product or service with an audience and hoping they bite. There’s more than just announcing the brand, posting a few blog articles and sending your sales representatives out to do cold calls. In fact, the goal behind marketing goes much deeper. The driving force responsible should be brand storytelling. Stories have an immense power to transform a brand’s presence and identity. Look at legendary brands like Disney, Coca-Cola and Apple, and what do they have in common? An incredible story that propelled them forward and impacted the world. Every brand has a story, including yours. The key is to dig in and figure out how to share it. Take a look at how to successfully tell your brand’s story. Define your purpose. Before you tell others your story, you have to discover it for yourself first. Sure, you might know how the business started, but have you ever actually thought through the story? Take time to define